Finding Fortunato: How a Peruvian Adventure Inspired the Sweet Success of a Family Chocolate Business

by Adam Pearson

Finding Fortunato, a business-adventure-travel-chocolate memoir that takes readers on an up close and personal journey into the northern Peruvian jungle to watch as last chance entrepreneurs accidentally stumble upon a thought to be extinct variety of cacao.

Dan Pearson was a 62-year-old man coming out of bankruptcy when he started a mining supply distribution company in northern Peru with his son-in-law Brian Horsley. Like almost all of Dan’s previous businesses, the mining supply company soon came to an end and Brian found himself married, with a child, and living in Peru without a job.

Through a series of completely unpredictable lucky breaks, Brian and Dan found a population of cacao growing in a remote canyon of the Peruvian jungle that the USDA called “an unprecedented discovery”. With no job and no other way to earn a living, Brian moved out to the jungle to live with cacao farmers.

With yet another business teetering on the edge of going under, Dan and Brian realize that the only way they can survive and thrive is to completely reconstruct the way chocolate supply chains work. Instead of middlemen eating up all the profits and keeping cacao farmers in relentless poverty that leads to environmental destruction and slavery, Dan and Brian decide to give back as much as they can to their cacao farm partners.

The new approach didn’t only save the business. It provides a blueprint for conducting environmentally sound and ethical direct trade with cacao farmers while also producing more delicious chocolate for chocolate lovers at a better price.

Genres: Nonfiction, Memoir

288 pages, Hardcover

Published June 4, 2024

About the author

Note: For the TV presenter, see Adam Pearson

Adam Pearson was born in 1966 in Hoo, near Rochester in Kent. He has spent most of his life on the Isle of Wight, but also lived in Penarth in Cardiff for a four-year period. His spare time is spent with his wife and two daughters in Cowes, following Southampton Football Club with a passion and, of course, writing. Adam's first published book was 'The Diary of an Unwilling Virgin', he then went on to write many sports related quiz books.

Reviews

[Karen · Rating 5 out of 5]

Short and sweet, this story of California entrepreneurs who make their way to the cocoa producing region in Peru just resonated with me. Probably the chocolate aspect had something to do with it, but the grit and resolve these guys had was amazing. Working with Peruvian farmers they produce chocolate using beans that were thought to be extinct, and this tale taught me a lot about the crazy amount of work that goes into making chocolate. Fascinating and well written.

[Melanie · Rating 4 out of 5]

This was an interesting background on the start of the Fortunato Chocolate Company. Detailing the company's origin, the story shares the owners' hardships and struggles to get the company afloat. It's a wild and daring adventure.

[Sarah · Rating 3 out of 5]

The writing was terrible - short, abrupt sentences, not very good storytelling. However, the story itself was compelling - I enjoyed learning about the family's business and the path to chocolate success.

[Beth · Rating 4 out of 5]

In all honesty, I thought the family was ridiculous at first. Without forethought & contingency plans, a problem can easily kill a business. As a VP of Product Management, I know this and this happened multiple times to this family with their other businesses.

But they caught a bunch of very lucky breaks with their chocolate business which coupled with dogged determination and an unwavering loyalty to the local community of Peruvian cacao farmers they succeeded! And in turn, won my respect. I'm not even a big fan of chocolate, but even I now want to try this rare and exquisite chocolate.

The story is written in plain language and the beginning seems like an odd start for a story about chocolate, but stay with it and you'll end up being as big a fan as I am now of "one of the only vertically-integrated, direct-selling, chocolate-product-manufacturing companies in the world...[who] refuses to sell to any big retail outfits or distributors...[and] cuts out every single middleman they can to give the markups back to their cacao farm partners with savings to customers...while selling formerly-thought-to-be-extinct pure Nacional cacao!"

[Brenda · Rating 4 out of 5]

Makes me want to order some Fortunato chocolate! In fact, I wonder, since the publication of this book, if the company's sales have increased?!

p. 54: Peruvian gold mine that did not come to complete fruition, as the little village didn't want their beloved landmark, Cerro Quilish, to be disturbed. (near the town of Cajamarca)

watch: Parts Unknown, Peru episode/ Anthony Bourdain and Eric Ripert, filmed in spots in the book!
(p. 98)

p. 155, 161: Roger Von Rotz and making THE BEST chocolate in Switzerland: "If you go to Switzerland, you must visit one of his six Konditorei von Rotz locations and taste his creations made with Fortunato No. 4 chocoate, specifically his wide selection of truffles and cakes."

p. 170: Moonstruck Chocolate out of Portland, Oregon

p. 197: the Good and Evil bar, Williams Sonoma

www.fortunatochocolate.com

[Natasha den Dekker · Rating 4 out of 5]

Read this as part of the work book club.

And...it was great?! Unlike a lot of non-fiction books of this ilk, it was immensely readable and really easy to follow. Do I think the American Dream, imperial and colonial vibes are strong in this? 100% There's a very uncomfortable White Saviour tone to this that is glossed over but you can't help but read it and think..Ohh okaaaay.

Also the narrator is a bit pointless and you spend most of the book wanting to know more about Gringo Brian more so than anyone else because you can tell (even though it's second0hand) he's the one who's the most invested in the venture, the concept and protecting the livelihood of the Peruvian farmers and safeguarding the Nacional 'brand'.

Strongly recommned!

[Evan Dile · Rating 4 out of 5]

This was a very quick and easy read. It was an inspiring story that triggers an entrepreneurial bug. The story of persistence and dedication was fun to follow along. My only hesitation is that the entire book felt like an advertisement for the company to grow their online sales. But the author calls this out blatantly in the end, describing their recent marketing shifts.

Biggest Takeaways:
- Being successful can’t happen without failures
- Being an entrepreneur requires risk-taking. This comes natural to some people based on their upbringing, but not all. However, it’s a trait that can be learned.
- Gaining respect from your team comes from effort and behavior, not words

[Anna Dunlap · Rating 4 out of 5]

Enjoyed this book on audio - great descriptions of the topography and geography and jungle towns of Peru- I found myself rooting for the author and his family in their myriad of business pursuits, and ultimate success with the white cacao bean and chocolate and sustainably run business Great story.

[Paul · Rating 5 out of 5]

What a wonderful book! It’s a definite page-turner! Reading flow is great. Without giving any spoilers, Pearson’s real-life story is bold, yet very unique and authentic. There was a lot that I wasn’t expecting, which I thought was fantastic. It’s an entrepreneurial adventure for sure. Highly recommend to read.

[Alise · Rating 4 out of 5]

I already loved the chocolate, it was so fun to hear the whole story. What a wild ride to get to where they are now. So glad they persevered! If you ever get a chance to visit their shop the chocolate covered peanut clusters are amazing.

[Kerri Anne · Rating 5 out of 5]

The story of an Issaquah-based family-owned chocolate business that's fascinating and unexpected [their farm was featured on an episode of Parts Unknown, where Bourdain + Eric Ripert visited].

[Michael Wojciehoski · Rating 4 out of 5]

Not my wheelhouse, but love chocolate. Layman’s book on business, family and eventually chocolate. Interesting on how cacao grows, types, middlemen and a new fortune made. Likeable and easy to read, enjoyable. Liked the philosophy ending chapter.

[Catherine Stabio · Rating 4 out of 5]

It was love at first free hot chocolate with Fortunato. I’m a sucker for a great entrepreneurial story and even better that this one is local. I was fascinated by all the obstacles this family went through; sheer grit and determination! Ps- buy the chocolate with pineapple chunks when you visit!

[Janet · Rating 4 out of 5]

American entrepreneur family learns of a unique cacao bean in Peru to make a specialty chocolate. Their business model includes and involves the whole farming community

[Cindy Grau · Rating 4 out of 5]

Quick and interesting read. Probably a little sanitized story when it comes to personal relationships but the challenges to build the business were monumental. I learned a lot.

[Pam Braun]

excellent!

[Serge Perrin Merinos · Rating 4 out of 5]

This captivating tale of a family’s journey to create a unique chocolate brand resonated deeply with me. The grit and determination of the entrepreneurs, as they ventured into the heart of Peru’s cocoa-growing regions, mirrors my own entrepreneurial journey with LysLan alongside Lan. Their passion for chocolate and commitment to sustainability are inspiring, and I found myself cheering them on every step of the way. From the challenges of sourcing rare cacao beans (Pure Naçional) to the complexities of building a sustainable supply chain, their story highlights the immense effort required to bring high-quality chocolate to market. Their success serves as a reminder that with perseverance and innovation, even the most ambitious dreams can become reality. As I embark on my own chocolate adventure in Saigon, together with Lan, the visionary entrepreneur behind LysLan, I’m inspired by their example. Their story reinforces our belief in the power of passion, hard work, and a commitment to quality. It also motivates us to create a unique chocolate experience for our customers, fusing the rich heritage of Vietnamese culture with the finest cacao beans and flavors from Vietnam, combined with French savoir-faire and chocolate techniques.

[Izzy S · Rating 3 out of 5]

SUCH a good book about the trials and tribulations of a family of serial entrepreneurs. Personally, I could never be one because so many times throughout their lives, they essentially lost everything and had to start over. It was such a heartwarming read and very intriguing to learn about the world of cacao and premier chocolate.